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Tell Your Story

​Communicating to your customers what your company stands for is another element of building your brand. Remember: If you don’t tell your story, then who will?

The NACS Public Relations Toolkit is a great resource to use for telling your story. The NACS Public Relations Toolkit gives you the resources you need to launch your own publicity efforts in your community, from how to write a press release and crafting talking points to how to pitch an interview and inspire great media coverage. By implementing some basic public relations strategies and gaining some additional exposure for your efforts, you will be able to more successfully attract consumers to your store, increase sales of your marketed items and improve the reputation of your store and your brand.

Press Releases
Writing and distributing a press release is an effective way to get your message out to your local media — or on social media. The message is largely the same, whatever the medium.

If you launch a program, partner with an organization or host an event, a well-written release helps explain your story. Give your local media news they can use and you will not only generate publicity for your company today, you’ll also become a trusted source who reporters will turn to again and again. Refer to the NACS PR Toolkit for a how-to guide on creating a press release and who to send it to, such as:

  • Local media outlets (TV, radio, newspapers big and small), free community newsletters, community-based websites and influential bloggers
  • NACS ( and industry trade press

Online and Social Media
Share your story online and through social media to make sure your community is aware of the hard work and philanthropic efforts your company and your employees are engaged in.

  • Be sure to keep your website updated. Kwik Trip shares the company’s community initiatives, and Wawa’s Foundation has its own website.

If you’re offering direct help in the form of food or giveaways, be sure to alert those groups and agencies nearby that will benefit. Also, add information about your local products or support activities to Google, Yelp and other such listings so that customers can find you.

Store Marketing
In-store marketing is a great way to boast about your philanthropic efforts, community sponsorships and other types of involvement so that customers will know the good work you’re engaged in. You can post signs and posters inside your store, at the pump and on trash receptacles, if appropriate, about what you’re doing and who you might be working with. Other ideas include:

  • Hang signs or plaques that you receive from community partners in a highly visible location.
  • Give customers an idea of your success (“Partnered with Farm since 1989” or “300 pounds of apples sold since 2012!”)

 Also in this toolkit


Give Back
​As part of the fabric of the community, convenience stores support local organizations and charities. These efforts are recognized with more than two in three Americans (71%) agreeing that convenience stores share their values and do business the right way. Here’s some ideas on how you can support the community, along with examples from your peers.

Be A Good Neighbor
​Whether your store is decades old or new to the neighborhood, your business is a part of the fabric of the community, economically, socially and culturally.

Be Local
​Your loyal customers are likely locals stopping by for a grab-and-go occasion or to refuel their vehicle. Their kids have grown up with your store. They may even have been employed or know someone who has at your store because 17% of Americans have worked in a convenience store – that’s 1 in 6 people. Celebrate their community and the hard work that their neighbors have put into it.